Diageo bites the Bulleit

10 December, 2013

ByChristian Davis

Diageo has announced the launch of Bulleit Bourbon and the introduction of its new Bulleit Rye whiskey into the UK.

It says this is as a result of increased consumer demand for premium US whiskey. Previously available in the UK market at 40% abv, 45% abv Bulleit Bourbon is now in line with the brand’s original US proof.

It is said to be made in small batches using limestone-filtered water and aged in charred American white oak barrels for four to six years.

Bulleit Rye is being introduced into the UK for the first time. The recipe includes 95% rye versus the industry standard of 51%. This is said to create a dry and spicy finish, perfect for classic cocktails including the Manhattan, Old Fashioned and the original rye cocktail, the Sazerac. Bulleit Rye is also 45% ABV.

Diageo says that since its launch into the US in 2011, Bulleit Rye has grown to become the largest rye whiskey in the country and has been consistently recognised in international spirits competitions including winning a double gold Mmedal at the 2013 San Francisco World Spirits Competition.

Diageo Reserve Brands, GB head Nick Temperley: “In the UK, American whiskey is out-performing total spirits, with the bourbon category in particular showing strong growth. Both Bulleit Bourbon and Bulleit Rye meet this growing consumer demand for premium US whiskey, while responding to a current trend set by bartenders for rye-whiskey led cocktails.“With rye being the cornerstone of the Bulleit Bourbon recipe, Bulleit Rye was a natural extension for the brand and we are confident that both our on and off-trade customers will find both whiskeys an exceptional addition to their American whiskey offering.”

Tom Bulleit founded the Bulleit Distilling Company and launched the brand 25 years ago, after resurrecting a 150-year-old bourbon recipe that had been passed down through five generations, originating from his great, great grandfather Augustus Bulleit.

Bulleit said: “My family’s whiskey-making legacy spans back to a time when opportunities in America were endless, and it is a dream come true that it is still thriving today. Much of our continued growth can be attributed to those who have fallen in love with our brand and recommended it to their friends, family and colleagues. We look forward to introducing these new whiskeys to UK consumers.”

Bulleit Bourbon and Bulleit Rye will be available at selected bars. Both will also be available at off-trade stockists at an estimated RRP of circa £27.00 for Bulleit Bourbon and £32.50 for Bulleit Rye for 70cl bottles.

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Comment

I know how wierd this might seem but I often think that the opening of a new distillery is like the launch of a new submarine. It is unveiled in all its pristine glory in a blaze of publicity and fanfare.